After high-profile launch of the applet, WeChat instantly set off waves. After this wave was calm, WeChat once again quietly tested two new features and aroused people's curiosity.
Recently, two mysterious buttons appeared in the secondary menu in the function buttons on the right of the multiple user response WeChat input boxes: "Services" and "Group Payments"
However, after pointing in the prompt, the WeChat version you are currently using does not support this service.
The user has two questions about this functional test: What is the purpose of the group's collection and what functions does the "service" actually have?
Previously, industry analysts said that similar mobile phone QQ "group applications", "service" page will be a shortcut to the future micro-channel many small programs, and the earliest will be in the WeChat group:
Group live broadcast: no longer limited to the form of pictures, text, voice, video chat, but also within the group live broadcast, live broadcasters can use the "group payment" feature charges.
Group community: For large groups of about 500 people, building a community can help to further increase the activity within the group.
Only for small programs?Is the WeChat test "group payment" and "feature" just for small program service?
more than.
At the macro level, "group collection" is similar to the "AA" collection in WeChat "wallet" function. For convenience of user manipulation, this function is placed below the chat page.
Since the “AA Payment Collection†function may be moved from the “wallet†section to the bottom of the WeChat chat page, is it possible that other function modules in the “wallet†may be placed?
Most likely, especially third-party services.
A few years ago, WeChat wanted to create itself as a traffic portal and open interfaces to some third-party applications (mainly Tencent-based enterprises): such as DDT, Dianping, Weiweier, Jingdong, etc., to access third-party services. In the "wallet" function, WeChat becomes an application that can both socialize and complete life services.
However, the step of entering the third-party service from the “wallet†is cumbersome, and the product experience is completely independent from the chat function and there is a disconnection. Users prefer to complete what they need in a separate app.
In recent years, WeChat has also been committed to solving the problem of "socialization for third-party service diversion". Here is a hypothesis. If you place some third-party services on the chat page, it is a good thing for both users and WeChat.
Benefits to users:
Here we first restore a scene, WeChat users and friends in the meal, need to go through these steps:
Leave the WeChat page, find the public comment/Meituan App, click App to find hotels, share with friends, and return to WeChat.
(After investigation, the vast majority of users will not search for restaurant information from the public comments in the “walletâ€. First of all, it is a matter of habit, and secondly, the “wallet†function cannot be remembered temporarily.)
If the public comment is placed in the chat page, the user will be more likely to think of the U.S. group/public comment under the chat page when they are dining with their friends. And compared to operating in a separate App and "wallet", the chat and service tandem experience is better, eliminating the need to switch App/Pages.
Taking chat + meal as an example, this process sometimes generates multiple demands: After choosing a good restaurant, the user may have the need to “navigate to the hotel†or “to take a taxi to the hotelâ€. After the meal is over, if a choice pops up, Dropping trips or Tencent map navigation to the hotel's features, without having to open the above application and without having to re-enter the location information, will undoubtedly make the service more integrated.
Benefits for WeChat and Third Party Developers:
For WeChat itself, the "third-party service" is placed in the chat page. From the product's logical point of view, let chat pages and services form a closed loop, and third-party services are only born for one chat page. In the past, product logic wanted to make closed-loop social functions and services. The former is more specific and the operation is more convenient. Convergence of chat and "third-party services" on the same page will enable WeChat to track user behavior data more comprehensively and systematically. We know that dealing with non-associated fragmented data is a costly and difficult task.
In addition, if users are accustomed to operating in this mode, it is beneficial to divert third-party service providers and WeChat can also earn more service fees.
to sum upWeChat has been trying to find the best node between openness and closure. The best node is undoubtedly a compromise between self-improvement, user experience, and the flow of benefits for third-party developers. Putting some of the services and small programs in the "wallet" on the bottom of the chat page may be an important step in coordinating the interests of the three parties.